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T-Series has held the title of most-viewed channel since early , and PewDiePie had been the most-subscribed channel since The rivalry between the two channels began when T-Series' subscriber count began to near PewDiePie's in late Many of his fans made efforts to gain subscribers for his channel in numerous ways, including organised marches and supportive YouTube videos. The activism of some supporters extended beyond legal grounds; vandalism, hacking of websites, social media accounts, personal devices and the creation of malware had taken place to urge people to subscribe. T-Series temporarily overtook PewDiePie in subscribers on numerous occasions in On 28 April, PewDiePie released a video calling for his supporters to end their efforts to keep him as the most subscribed channel, and with the significant lead now held by T-Series, the competition is generally presumed to have ended with T-Series winning. He has traditionally been known for his Let's Play videos, and his channel was the most subscribed on YouTube from until 22 February , when he was surpassed by T-Series, although PewDiePie took back the title shortly after approximately 8 minutes. T-Series is an Indian music record label and film production company. On YouTube, it has a multi-channel network consisting of 29 channels excluding Lahari Music , [5] run by a team of 13 people. The competition between the two channels began after T-Series began to near PewDiePie in subscribers in late
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The Mumbai-based company has become, by far, the most-viewed channel on YouTube with over 60 billion views. It also recently ousted Swedish vlogger Felix Kjellberg — known by his alias Pewdiepie — as the most-subscribed YouTube channel, and it is a whisper away from being the first to break through the million-subscriber mark. The way in which T-Series has reached figures that the likes of Justin Bieber and Taylor Swift can only dream of involves a mixture of being in the right place at the right time, and some good old-fashioned marketing tactics. From across the table, I overhear Bhushan Kumar, chairman and managing director of T-Series, discuss an unfinished song with a well-known Bollywood actor over the phone. Bhushan apologises sheepishly for the interruption, and we resume from where we left off. There are a few more such calls during our conversation, and each of them involves discussing a work-in-progress song. According to music industry veteran Atul Churamani, it is such attention to detail that makes T-Series so successful at what it does. Churamani is the managing director of Turnkey Music and Publishing, a company that publishes independent music, curates music events and mentors artists. The rise of T-Series is familiar to most Indians. The label initially made a name for itself from selling devotional content in the form of hymns and prayers, and pirated film music.
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Founded by Gulshan Kumar , it also issues Bollywood film productions. They were well known for their subscriber feud with PewDiePie , and are now the most-subscribed channel in the world. T-Series was founded by Gulshan Kumar in , as a small company initially selling pirated Bollywood songs. T-Series' first original film soundtrack release was for Lallu Ram in , with music scored by Ravindra Jain. The company's breakthrough came with Aashiqui , a film soundtrack album composed by duo Nadeem—Shravan Nadeem Akhtar Saifi and Shravan Kumar Rathod , which sold 20 million units in India and is the best-selling Bollywood soundtrack album of all time. Many of the other best-selling Bollywood music albums of the s, particularly those composed by Nadeem—Shravan, was released under the T-Series label. Besides music production, the company also began venturing into film production. His assassination also led to T-Series losing its most prolific musicians at the time, Nadeem—Shravan, due to Nadeem Akhtar Saifi initially being accused of involvement in the murder, before later being exonerated. After Gulshan Kumar's death in , the company has since been led by his son Bhushan Kumar and younger brother Krishan Kumar. T-Series became the most subscribed non-topic channel after surpassing PewDiePie in March-April the final time being on April 14th, , later becoming the most subscribed channel on the entire website by surpassing Music on August 4,
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The Mumbai-based company has become, by far, the most-viewed channel on YouTube with over 60 billion views. It also recently ousted Swedish vlogger Felix Kjellberg — known by his alias Pewdiepie — as the most-subscribed YouTube channel, and it is a whisper away from being the first to break through the million-subscriber mark.

The way in which T-Series has reached figures that the likes of Justin Bieber and Taylor Swift can only dream of involves a mixture of being in the right place at the right time, and some good old-fashioned marketing tactics. From across the table, I overhear Bhushan Kumar, chairman and managing director of T-Series, discuss an unfinished song with a well-known Bollywood actor over the phone.

Bhushan apologises sheepishly for the interruption, and we resume from where we left off. There are a few more such calls during our conversation, and each of them involves discussing a work-in-progress song. According to music industry veteran Atul Churamani, it is such attention to detail that makes T-Series so successful at what it does. Churamani is the managing director of Turnkey Music and Publishing, a company that publishes independent music, curates music events and mentors artists.

The rise of T-Series is familiar to most Indians. The label initially made a name for itself from selling devotional content in the form of hymns and prayers, and pirated film music. As the company grew, it began producing film music for Bollywood blockbusters. In , when the Mumbai underworld assassinated his father, Bhushan took over the reins at the age of It has expanded its YouTube subscriber base from 18 million in to almost million within the space of two years.

Kumar says that rising up the YouTube ranks was not a deliberate plan to begin with. It was only after persistent coverage in the international media, from his team and from YouTube itself, did he realise the enormity of the development. From , T-Series started posting trailers and music videos onto YouTube, with modest success. This brought cheap internet to the masses. It forced heavyweights like Vodafone and Bharti Airtel to drastically reduce the price of their data plans.

The effect has been profound. There are more than 16 million new connections per month, almost all on mobile phones.

The average Indian phone user now consumes more mobile data than most Europeans. It is now a common sight to see rickshaw drivers and hawkers, who may not have running water or electricity in their homes, watch YouTube songs on their smartphones. More than million Indians are now connected to the internet Credit: Getty Images. T-Series has been perfectly placed to capitalise on this Jio-effect. The company has over , songs and 55, music videos in its archive, giving it a massive first-to-market advantage over younger rivals.

Bhushan recently told Quartz that he runs his digital team like a boutique firm. Genres may adapt with the times, but melody and lyrics stay the same. It always works. For instance, Lahore , a pop song by Guru Randhawa — a year-old Punjabi musician — has over million views and is the most popular video on the channel. The flame war with Pewdiepie has helped further drive success. T-Series responded to the comments by launching the BharatWinsYouTube campaign, using nationalism to seek more subscriptions from Indians.

The result is that T-Series has had more interest outside India, seeing growth in countries where people were not watching their channel. According to Neeraj, this tirade against his company might have started out as fun, but it is no longer in good taste. Bhushan says T-Series will respond to Pewdiepie by making more music.

Share using Email. Bookmark this article. By Nikhil Hemrajani 9th May Rags to riches From across the table, I overhear Bhushan Kumar, chairman and managing director of T-Series, discuss an unfinished song with a well-known Bollywood actor over the phone. David vs Goliath The flame war with Pewdiepie has helped further drive success. It makes for good entertainment and great business for all - Luke Kenny.

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